Fujitsu shakes out laptop line-up

Fujitsu is dropping the Amilo and Esprimo laptop brands

Fujitsu is to simplify its laptop line-up in Europe so that all future models are sold under the Lifebook brand. The move follows Fujitsu's takeover of the Fujitsu-Siemens (FSC) European joint venture with Siemens last year.

The vendor said that it is aiming to simplify its laptop marketing, getting rid of the multiple brand names that it has used to target different market sectors, such as the Amilo for consumers and the Esprimo for small businesses.

"All laptop products will now be Lifebook, with sub-categories below this," said Paul Hoey, head of product marketing for Fujitsu's Technology Solutions division.

The few remaining Amilo and Esprimo models will be withdrawn over the next few weeks and replaced with new ones, according to Hoey. The Esprimo brand will continue to be used for desktops.

New models soon to be available in the UK include the Lifebook P3110 entry-level ultraportable and the Lifebook S760 ultraportable, which Fujitsu said will be supplied to the UK Department for Work and Pensions as part of the firm's recently awarded desktop services contract.

Other models the firm expects to introduce include the TeamPad, a ruggedised slate model designed for retail, but which it also expects to sell into the healthcare market.

Hoey also hinted that Fujitsu is watching the introduction of Apple's iPad carefully, and said it could have products to compete later this year or early next year, but declined to offer further details.

Rumours prior to Fujitsu's outright purchase of FSC had suggested that the PC and laptop business might be sold to a rival vendor, but this has not happened.

Instead, Fujitsu Technology Solutions will continue the firm's commitment to "innovative, high quality IT products", Hoey said, with a predominant focus on consumers and small to mid-market businesses.

All Fujitsu products are designed by the company itself and manufactured in Japan, according to Hoey, with models destined for Europe assembled in Germany.